Conduct a SaaS funnel audit

1. Choose a few metrics that matter the most to your business and break them down into component parts until you reach the point of diminishing returns.

This can diagnose problems and find out why top level metrics succeeded or failed, by tracing the success or failure of each component part.  For example, you can break down net new customers into new customers, churned customers, and debooked customers; those customers who were never successfully onboarded.

2. Regularly review your customer personas and ensure you’re marketing is aligned with your ideal customers.

3. Use surveys and customer feedback to understand your customers better, eliminate friction points, and enhance user experience.

Survey different customer segments to find out what’s attracting and repelling them. Be sure to cover: Burning pains and problems. What’s the driving factor behind them subscribing to you?  Problems buying from you. Were there any points of friction encountered when signing up? Was there anything that delayed or made the process harder than usual?

4. Limit the amount of choices you offer customers and focus on your best value proposition.

More features don’t necessarily add more value or result in more sales. Use your funnel to show the single problem your product is best at solving instead of trying to be the solution to every single problem.

5. Review and fix common funnel mistakes like too many stages or choices, not remarketing to lost leads, and only sending sequenced emails.

Conduct heuristic analysis to find friction points encountered during important steps and procedures. Request emails early in your funnel and follow up with leads who abandoned the process via email marketing campaigns. Experiment with different behavior triggered email campaigns, instead of relying on generic sequenced emails.